Designing Revenue How Apple, Target and About.me Used Design to Disrupt and Drive Super Growt
Designing Revenue: How top businesses use design to impact the bottom line
Nov 17, 2014
A presentation to Business Bootcamp 2011 about the advantages of designing an overall experience for your customers through the lens of Apple, About.me, Target and Mint.com
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Designing RevenueHow Apple, Target and About.me
Used Design to Disrupt and Drive Super Growth
What moves the needle?Q
2010
2011
400,0004 months$425,000
850,0002.5 years
$32M$170M
Jason will work with Bessemer’s portfolio companies to help them build “simple, intuitive and engaging web sites,”
Bessemer partner David Cowan
“If you make the user interfaceawesome from the beginning,
you reduce the impact on your support requirements”
Paul English, Kayak
469M7 years$22M
$128M
“We focused on usability - simplicity trumps price”
David Friend, Carbonite
8.4 vs 7.6“Cheap Chic” “Low Prices”
44.15% vs 10.22%
March 22, 2001 – March 22, 2011
4 million 4 years$7.2M
Can describe value at a glance
Design
Says “I don’t care”Crap Design
Consumers82%
will not come backif the experience sucks
QWhat are you designing?
You cannot control every Bad Newscustomer’s experience
Design is in your controlGood News
Experience
is an experienceBrandand it can’t be done in reverse
QWhy does design matter?
Life-TimeValue
CustomerAcquisition
Costs
Dreamers
Life-TimeValue
CustomerAcquisition
Costs
Reality
Freemium Inside Sales Field Sales
Cost
of
Cust
om
er
Acq
uis
itio
n
should pull customersThe Product Design
through the funnel
Design / UX(Product)
Marketing
CustomerSupport
Design / UX(Product)
Marketing
CustomerSupport
Design / UX(Product)
Marketing
CustomerSupport
reduces acquisition costsGreat Designand increase LTV
is the price you pay forAdvertisingbeing boring
Great Design = ProfitsBottom Line
@freshtilledsoilThank [email protected]
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